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How to engineer a launch that sells out in 21 minutes
A few things before we start:
1- Derek has a really big audience
2- Derek has been around a long time
3- Derek has a lot of street cred
4- Chances are you don’t
5- Study this and use it anyway
Why? Because to have a big product launch you have to do what people that have big product launches do.
Don’t use your size or stage-of-business to make excuses for not implementing this strategy.
Derek has been secretly working on his first software product over the last 12 months, Zippy Courses.
Thing is, Derek is smart. He knows that just opening the flood gates to a brand new piece of software is a bad idea. Even though they have tested the product and have deemed it ‘ready for the public’ he knows that software needs to be tested in real life by more than just himself before it’s truly ready for production.
So, he setup a beta user launch. He emailed the Zippy Course launch list and notified them that 25 copies were available.
By doing this he accomplished 3 things:
1. Stress test the software before his main launch
2. Build up massive anticipation with everyone that missed out on buying
3. Validated his price point
The pre-launch worked so well that the beta round sold out in 21 minutes. That's cray-cray!
Instead of doing a lot of talking, I’m just going to show you the launch sequence and point out the things you need to pay attention to along the way.